An analysis of other countries’ international public relations in the U.S.

The purpose of this study was to examine the various aspects of international public relations by other countries in the U.S. Based on the Foreign Agency Registration Act (FARA) report in 2002, this study analyzed client, activity types, purpose of activity, and key U.S. partners for activity. This study found that (1) business organizations and central governments were major clients of international public relations in the U.S., (2) meeting with governmental officials and congressional leaders was the primary type of activity followed by information dissemination, and (3) economic purpose led by trade promotion was the primary motive for these activities.     

Collaboration and conflict between agencies and clients

Public relations agencies are an important part of the public relations industry, but their relations with client organizations are rarely studied. There is more literature and studies in agency-client relations in advertising than in public relations. This paper reviews literature and reports results of an empirical study into perceptions of public relations agencies and their clients on the reasons for their cooperation and sources of conflict between them. Results show that agencies misperceive reasons for which they are hired and the sources of conflict in the relationship. The paper offers several suggestions about how to tackle the problem: notwithstanding rebranding into consultancies and firms, public relations agencies-client relations should be studied as a particular example of a broader family of agency-client relations. Also agencies should study and strategically manage relations with their clients, while being realistic about client organization’s needs – sometimes they just need additional arms and legs.     

Conglomeration among the top American public relations agencies: A case study

Conglomerates have been increasing in size to also include different media industries. Public relations has not been immune from conglomerate mergers. However, the inter-related economic and structural dimensions of public relations within a conglomerate are often undermined in the relevant literature. The existing literature shows lack of studies on these dimensions. This research investigates the degree of conglomeration among the top American PR agencies and the characteristics of these conglomerated agencies. Using industrial organization theory as the theoretical framework, the findings revealed that 24% of the leading public relations agencies in the United States are part of conglomerates. These agencies tend to be located in large metropolitan areas, have a relatively small number of employees and have considerable net fees. The study also found strong and positive statistical correlations between conglomerated PR agencies when compared to un-conglomerated in variables such as agency's location, primary service and net fees.     

Privileging an activist vs. a corporate view of public relations history in the U.S.

This article elaborates on the argument that the history of U.S. public relations has been distorted by the emphasis on corporate functions of public relations. The dominant corporate-centric view of U.S. public relations history often claim that public relations developed as a response to activists who attempted to interfere with business operations. That myopic, corporate-centric view has perpetuated a negative view of public relations as merely a tool of “big business”. In the past as well as the present, corporations have been learning from and co-opting activists’ innovative public relations techniques. By alternatively grounding U.S. public relations history in the works of activists, we open possibilities for re-imagining the field and legitimizing activists’ works as a positive, central component in public relations theory and research. We end by providing resources educators can utilize to teach a more balanced view of public relations history in the U.S.     

The role of market-oriented relations in public relations: The differing perspectives of managers and practitioners in the U.S. and Taiwan

This study explored the role of market-oriented public relations. The study involved two surveys; one explored the perspectives of business managers and another of the perspectives of public relations practitioners, and compared their views concerning market-oriented and non-market-oriented relations. While business managers and public relations practitioners of non-market-oriented relations valued the contribution of market-oriented public relations to organizational effectiveness in terms of revenue generation and cost reduction, practitioners of market-oriented public relations ascribed their contribution to organizational effectiveness in terms of media publicity and exposure. This paper concludes with a discussion of practical applications and theoretical implications.     

Introduction to this special section: The impact of globalization on public relations

Globalization has thrust public relations into the limelight providing new opportunities while posing immense challenges as well. Whereas globalization has impacted the public relations industry in many ways, public relations also has contributed to the spread of globalization. Using the global diffusion of the top 10 public relations agencies, this article argues that public relations is often erroneously perceived as only involving corporate activities. The body of knowledge is almost completely silent on the use of public relations for altruistic and information campaigns. This special issue presents some of the papers presented at the 14th International Public Relations Symposium (also popularly known as Bledcom 2007) whose theme was “The Impact of Globalization on Public Relations”.     

Teaching international public relations: An examination of individual and institutional attributes of public relations educators in the U.S.

The study reported here provides an examination of the attributes of selected public relation educators and their institutions in relation to the teaching of international public relations as a course or as a part of a course.     

The U.S. capability framework for public relations and communication management: Results of a national three-stage study

Using a novel-capability approach to explore the full potential of the profession, this study utilized a three-stage, mixed-methods design to develop the first U.S. capability framework for public relations. This research also investigated which newly defined capabilities public relations academics and practitioners perceived as the most important for the profession as a whole and for them as professionals. Finally, the research investigated what impediments professionals in the USA face to achieve these capabilities.     

Crisis communications preparedness among U.S. organizations: Activities and assessments by public relations practitioners

A survey of U.S. public relations practitioners (n = 126) found that three-quarters of their employer organizations had a written crisis communications plan and that organizations, as a whole, were reasonably prepared to engage in crisis communications. Preparedness was measured based on the presence of a crisis plan as well as indices related to tactics, training, the maintenance of contact lists, and media monitoring. Preparedness was found to be positively correlated to organization size, the level of autonomy, and delegation of authority within the organization, and the process orientation of the organization, but not organization type nor involvement in international versus domestic-only operations. Practitioners from organizations with plans had lower assessments of their relationships with publics, but greater confidence in their ability to respond.     

A reappraisal of Delphi 2.0 for public relations research

This paper introduces, analyzes, and explains the Delphi method of research, particularly as it applies to the public relations industry. The Delphi technique became known some 50 years ago when the RAND Corporation used it for forecasting. Since then, scholars and forecasters have used it periodically for qualitative explorations into complex issues or domains. The overall purpose of the Delphi is to facilitate formal discussion among selected experts in a given domain around a particular topic; it is particularly useful when those experts cannot easily gather in one place. The method encourages the sharing of diverging worldviews over a few “rounds” or iterations in the hope that the views may converge into some direction around the given topic. For this reason, the Delphi has often been used in situations or environments that tend to be somewhat ambiguous and where interviews and surveys are neither timely nor appropriate.     

U.S. student-run agencies: Organization, attributes and adviser perceptions of student learning outcomes

Student-run communications agencies mimic professional public relations and advertising agencies by providing students with a professional environment in which to work on real projects for real clients. This study involved a survey of agency advisers at AEJMC universities and ACEJMC-accredited universities to evaluate the attributes, structure, and perceived student learning outcomes of agencies in the U.S. Though agencies vary greatly in how they are structured and managed, this study suggests student agencies in general are indeed beneficial to student learning, particularly in the areas of skills application and professionalism. Despite the benefit to students, agencies receive little funding relative to other campus media and agency advisers often receive limited support for the required time commitment. Agency organization, adviser time commitment, and agency facilities are examined in regard to their impact on agency protocols and perceptions of student learning.     

University teachers’ perceptions and evaluations of ethics instruction in the public relations curriculum

This study examined the present state of teaching ethics in university public relations departments in the U.S. and abroad. The results of this online survey indicated that PR teachers (N = 249) perceived ethics instruction in PR education to be essential, and they believed in a close tie between general morality and professional ethics. However, the results also showed that the higher the participants’ academic rank, the less favorable attitude they held toward the value of ethics education to students.     

Missed opportunities to make PR great again: How public relations agencies responded to the Trump Presidency

This exploratory study examines approaches the world’s top public relations agencies used to respond to the risks posed by a new U.S. administration during President Trump’s first 100 days in office. Because the goal of this research was to analyze the public thought leadership of public relations agencies as displayed on their websites (not agency-client relationships), both quantitative and qualitative content analyses were carried out to examine their website content. The purpose was to identify whether agencies’ ethical counsel and leadership were demonstrated; and, if they were, through which approaches and themes.Public relations agencies discussed the Trump victory in a few ways. The most popular theme was the Columnist/Blogger/Critic approach, or a personalized reflection of agency staffers on the Trump victory. The second most popular--yet less frequent--approach was as PR Counsel, aimed at providing professional advice to prepare brands for Trump’s attacks and/or take advantages of new opportunities in the Trump era. The third most popular – the Expert approach – was an in-depth analysis of an issue (for example, health care) and a Trump presidency’s implications. This study addresses implications for risk management in the political sphere of public relations. The response of the public relations industry, as evidenced on agency websites, was less than strategic: We do not practice what we preach (or sell). Recommendations are offered for an improved response to future challenges based on issues management and ethical leadership.     

Blogging PR: An exploratory analysis of public relations weblogs

Although there are ever more weblogs on the Internet, this is an area that has been little researched in public relations, and where they have been analyzed it has been as a tool for communication rather than a primary information source in the public relations body of knowledge. This paper provides an exploratory study of the structure and content of 67 blogs on public relations to determine what issues they deal with and whether they are a tool for the theoretical development of the field. In addition to their content we have looked at the structure, usability and interactivity of the blogs.     

Workplace adversity and resilience in public relations: Accounting for the lived experiences of public relations practitioners

Public relations practitioners face workplace challenges as they cultivate public relationships, resolve conflicts, and manage crises. Odds of adversities may be high in this role, requiring practitioners to be resilient. This qualitative study explores workplace adversities in public relations from a practitioners’ perspective, and examines how they enact resilience. By asking current practitioners about their lived experiences, we found workplace adversities occurred on multiple levels and ranged from mundane to life-altering events. Patterns of resilience were, metaphorically, bouncing forward, bouncing up, bouncing back, and bouncing around. This study contributes to public relations and resilience scholarship by (1) uncovering workplace adversities and resilience enactment in public relations, therefore connecting practice with scholarship, (2) extending the “bounce back” metaphor in the resilience literature, therefore making resilience more inclusive, and (3) exploring the connections of multi-level resilience, and suggesting the complex and negotiated nature of resilience among individuals embedded in collectives.     

Critical analysis of blogging in public relations

This essay conducts an analysis of blogs as public relations tools. Following an overview of blogs, attention is given to how blogs can be used more effectively by public relations professionals, and how blogs are favored by communication firms and consultants as essential public relations tools. The essay concludes that while blogs have incredible potential as research, framing, and persuasion tools, their utility as a public relations tool is currently limited.     

Comparing professional identities, attitudes, and views in public communication: A study of Chilean journalists and public relations practitioners

Public relations (PR) practitioners’ and journalists’ professional views and attitudes toward each other have been a subject of academic inquiry during the past decades; however, much of this research has focused on Europe and North America. In other regions of the world, for example in Latin America, historical developments and social understandings have led to slightly different conceptualizations of PR and journalism. Using Chile as a case study, this paper reports the results of an examination of Chilean journalists’ and PR practitioners’ professional conceptions. While both groups tend to have somewhat similar views of media relations and see themselves as part of the same profession, there are also important differences which are most likely based on professional socialization processes rather than educational backgrounds or sociodemographic and work related variables. Implications for contextually grounded approaches to the study of PR and journalism are highlighted.     

Framing diversity: A qualitative content analysis of public relations industry publications

This qualitative content analysis used framing theory to examine how gender and diversity have been framed over the past decade in modern public relations industry publications. Findings revealed that diversity is most often set aside in its own issue or column and not integrated throughout the whole of the publications. Most articles about diverse populations mentioned primarily Hispanic or Latino populations and Blacks or African Americans. Diversity is framed as different, a journey or process, a language problem, a responsibility, inclusion, transforming workplace culture, enhancing the profession, resource intensive, power driven, needing to be justified, and impacting the bottom line. Disparities in public relations still exist among gender, racial, and ethnic groups with less power and must be addressed more fully in public relations professional publications.     

A methodological evaluation of public relations research

An examination of journal articles published from 1989 to 2007 reveals that although public relations scholars appear to have followed rigorous procedures, reporting on research protocols is inadequate in some quantitative and qualitative studies. Most areas of needed improvement concern sins of omission, not of commission.